New Urgency for Defining the Enterprise Brand

It’s incumbent upon corporations to clarify the identity behind their brands — and marketers and communicators together must play a vital role

By Jim O’Leary, Jamie Kieffer

To define the identity behind brands, include emotional and rational considerations, map against customer needs, and express in both words and design. Marketing and PR executives have an opportunity to lead the effort, but only if they unify on a common front.